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Home ยป Marketing Automation 101: Understanding the Basics

Marketing Automation 101: Understanding the Basics

Great digital marketing requires great digital marketing tools. Although email service providers (ESPs) such as Constant Contact and MailChimp used to provide an effective platform, more and more marketers are now shifting to more sophisticated, dynamic, and powerful marketing automation software in order to implement their multi-channel marketing strategies and go beyond email.

Benefits of Email Automation Benefits of Email Automation

The use of email automation allows you to develop workflows and nurture leads in order to warm potential buyers to your sales team, or create a personalized message to convert potential buyers to paying customers. Instead of using the services of an ESP (email service supplier) to cobble together your email marketing campaigns an easier and more efficient option is to change to a reputable and reliable marketing automation software to provide on a more comprehensive approach.

Despite the obvious benefits of this software’s many facets there are many marketers who are nervous to make the switch or aren’t certain how to create the appropriate business case to the major people. Today, we’ll aid in the former and empower the latter by discussing the main benefits of marketing automation.

Before we can do that, however, let’s make sure that we’re on the identical page regarding what marketing automation software is (and what it isn’t).

What is Marketing Automation?

Marketing automation is the utilization of an omnichannel software platform to integrate, design and automate the execution of a range of related marketing initiatives. These platforms allow marketers to automatize repetitive processes to provide (ironically) greater individualization, enhance efficiency, improve important performance indicators, which will result in increased leads and revenues.

Although email marketing techniques are the most often cited techniques for automation, virtually every digital marketing project is able to be automated in some way, such as online social networking, pay-per-click advertising, and SEO audits, among many other. This makes it possible for marketers to allocate their time and resources towards advancing beyond batch-and-blast marketing to offer their different audiences more powerful information and advice across a variety of channels.

If marketers can design unique marketing campaigns for each of their people, they can dramatically increase the level of personalization of these campaigns while also allowing more time to develop more creative marketing approaches. This means that they can expect their audience to be more enthusiastic and engaged to continue moving along the buyer’s journey.

Everyone wins. Consumers enjoy excellent customer experience and businesses generate more engagement, more leads, and increase their revenue.

Marketing Automation:

In essence, the main benefit of using marketing automation is to help marketers conserve resources, while also launching new campaigns more efficiently. But the real fun is in the particulars, so let’s examine a closer look at how marketers can take advantage of all the benefits of an effective, practical marketing automation software.

More Efficient and Effective Marketing Campaigns

In today’s marketing environment, successful campaigns rely on targeted marketing, which is basically the old saying of sending the correct message to the right person or business at the right time. Prior to the advent of marketing automation, there was an abundance of guesswork when marketers were required to take a trial-and-error approach to their campaigns. It resulted in a continuous series of random acts of marketing with no way to know which methods were effective and which was not.

Automating their marketing campaigns businesses are now able to more efficiently identify their web users, enabling them to turn unknown prospects into known leads. Once they have a clear understanding of who they’re trying to reach, they can segment these leads according to their behavior or demographics as well as other aspects to create individualized as well as automated leads nurturing programs. This will allow marketers to remain in the forefront of their customers’ minds as they guide them on the journey of a customer with extremely personalized messages (more about this later).

The great thing is that as your prospective consumers interact with your company online You can keep track of the entirety of their interactions and pass that information along to your sales staff via an integration with your CRM system. This can lead to better marketing and sales alignment and collaboration, faster leads scoring, handoffs, as well as a detailed view of the customer experience from beginning to end.

This Marketing Automation Quickstart Guide

Conserve Resources and Be More Creative

In broad terms, marketing automation through CloudV helps users reduce time, cost, and headcount. This means that marketers can focus their efforts on what they value most, which is developing more creative and compelling campaigns and content. If your entire day isn’t filled with rushing to keep the lights on, nimble marketers can utilize their creativity to think outside of traditional methods and stale concepts.

Whereas marketers used to have to develop new campaigns completely from scratch, which is neither efficient or effective today, they can use marketing automation to replicate and improve procedures, templates, branding initiatives — anything you can think of in the real sense. As long as your intended audiences are identified and you know precisely what you’d like to communicate to your prospects and customers, you can make use of your existing assets to deliver consistent marketing assets and campaigns as well as personalised messages to every segment of your audience.

Another benefit of marketing automation is the capability to develop streamlined and repeatable processes and resources, which enables marketing departments to save time constantly re-building materials and fewer people to create their campaigns. This means less money spent on resources, allowing budget to invest in projects that create an impact, are more popular, have greater impact and provide a great return on investment. The automated marketing strategies are efficient and efficient, in actual, that those surveyed experienced an increase of 14.5 percent increase in sales productivity and a 12.2% reduction in marketing costs.

Enhance Customer Experience

Modern customers want customized customer experiences that put them in the driver’s seat. This means less obvious selling tactics, and more subtle thinking leadership that seeks to inform and convince instead of imposing pressure. You want to make your customers feel confident about the investment they made.

Obviously, the end purpose is to create sales, but there are many reasons to consider prior to reaching that goal — and the majority of them have to do with creating an improved customer experience through material and content that is extremely informative and highly customized. In fact, according to recent research, nearly 70% of marketing automation users cited more personalized messaging as the primary benefit of the program, so if you’re not currently following that trend, you should begin personalizing your marketing materials.

Marketing automation can help you customize your content by allowing you to do two things:

Because these platforms offer high-quality and precise information that you can make use of consumer insights to make your content more relevant to what your prospective customers are searching for and what they’re doing online.
With the help of adaptive tools and techniques that are built-in on the platform, you can dynamically speak to the end-user through emails, on landing pages, or even in your contact forms!

The most efficient method to increase personalization is to work with your most valuable asset which is your existing customers. Most likely, you already know plenty about them (including their contact information such as pain points, their contact information, and the history of their purchases) So why not incorporate them into promotions for cross-sells and/or upsells? Offer new products or products they might be interested in, or offer discounts for renewals to ensure that customers are loyal. Whatever you decide to do, remember about your existing customers and give them many reasons to stay with your brand especially since your competitors are probably already inundating their inboxes.